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The Seattle Kraken, who joined the National Hockey League in 2021, are still in the early days of their existence, and their current results suggest the franchise remains a work in progress. However, there are genuine reasons to believe that the organization — thanks to a vibrant fanbase rooted in inclusivity, an ambitious development strategy and a smart coaching hire in Jessica Campbell — is capable of becoming a strong force in the NHL.
The club has not yet achieved consistent success or made the deep playoff run that builds a winning culture. In the 2024-25 regular season, the Kraken finished seventh in the Pacific Division, and ended with team statistics behind league average — 35 wins compared to the standard average of 41, and 76 points as compared to 90. To build a true playoff contending team, you need cohesion, depth and elite talent. While Seattle has built a base, it still lacks a consistent winning formula. Expansion teams often suffer growing pains — establishing culture, developing prospects, managing cap constraints and carving out identity. Seattle is no exception.
The talent, infrastructure and coaching are still growing. First, there is the history-making coaching and skill development brought by Campbell. Campbell was hired as an assistant coach over forwards and the power play, making history as the NHL’s first full-time female assistant coach. Prior to her current position, she helped their American Hockey League affiliate, the Coachella Valley Firebirds, rank among the top goal-scoring clubs and make consecutive Calder Cup Final appearances. With Campbell’s leadership, Seattle’s power play rate — the statistic in hockey that measures performance by a team with a numerical advantage on the ice when an opposing player is in the penalty box — reached 18.9 in the 2024-25 season. While this number is well below the year’s league standard, it is worth noting that two key players, Vince Dunn and Jordan Eberle, were absent from a significant chunk of the season. This season, however, Seattle’s power play rate has risen to 23.5. This transition is crucial: the power play remains one of the more repeatable situational advantages in hockey, and improvement there often correlates with team success.
Beyond coaching, Seattle has built a strong developmental pipeline and culture, making an explicit commitment to diversity, inclusion and community outreach. While the fanbase is still growing, data suggests Seattle’s hockey supporters skew younger and more educated than typical NHL markets. What separates Seattle from many older NHL markets is the nature of their fan community and culture around the club. Seattle is known for its progressive ethos, which the team has embraced — hiring women in prominent roles, launching multi-cultural jersey nights with special designs and tributes to Hispanic and Indigenous heritage as well as LGBTQ+ pride. In a league where core markets often skew older and more traditionally conservative, Seattle’s fan base diverges from this demographic.
Still, Seattle has a long way to go to establish themselves and to make the jump into becoming a higher-level team. First of all, they need to convert potential into performance. It is one thing to have promising coaches and systems, but it is another to translate that into wins when it matters. They must continue to build organizational depth and star-caliber talent. Consistency matters. Young teams are prone to streaks — both good and bad. Establishing consistency in habits, structure, accountability and leadership will define the team’s next phase. The Kraken must continue to leverage the fan culture. Seattle’s progressive nature is a strength, but it will matter most if the team on the ice reflects that energy with performance.
The Seattle Kraken may not yet be a “successful” team in the sense of being a perennial contender or Stanley Cup threat, but they are clearly set up for more than just mediocrity. The coaching hire of Campbell, who has especially affected key areas like the power play, shows the front office is thinking of long-term effects. The fanbase is forward-looking, engaged and growing. If the team continues to develop, the infrastructure and culture are in place for a strong future. The Kraken are not there yet, but the promise is real. With the right maturation, they have the pieces to evolve into a team that not only wins, but wins in a way that resonates with their community.
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